Advertising and promotion :
Belch, George E. 1951-
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 6th ed. - Boston : McGraw-Hill, c2004. - xxvi, 779, [67] p. : col. ill. ; 28 cm. - McGraw-Hill/Irwin series in marketing. .
Includes bibliographical references (p. EN1-EN25) and index.
Introduction to integrated marketing communications -- Integrated marketing program situation analysis -- Analyzing the communication process -- Objectives and budgeting for integrated marketing communications programs -- Developing the integrated marketing communications program -- Monitoring, Evaluation, and control -- Special topics and perspectives.
0072536764 (alk. paper) 0071214380 (international : alk. paper)
2003042015
Advertising.
Sales promotion.
Communication in marketing.
HF5823 / .B387 2004
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 6th ed. - Boston : McGraw-Hill, c2004. - xxvi, 779, [67] p. : col. ill. ; 28 cm. - McGraw-Hill/Irwin series in marketing. .
Includes bibliographical references (p. EN1-EN25) and index.
Introduction to integrated marketing communications -- Integrated marketing program situation analysis -- Analyzing the communication process -- Objectives and budgeting for integrated marketing communications programs -- Developing the integrated marketing communications program -- Monitoring, Evaluation, and control -- Special topics and perspectives.
0072536764 (alk. paper) 0071214380 (international : alk. paper)
2003042015
Advertising.
Sales promotion.
Communication in marketing.
HF5823 / .B387 2004